Customer Relationship Management Systems
Code
400019
Academic unit
NOVA Information Management School
Credits
7.5
Teacher in charge
André Martins Mestre
Teaching language
Portuguese. If there are Erasmus students, classes will be taught in English
Objectives
Customer Relationship Management (CRM) as a business strategy supported on technology has seen a growing adoption by organizations all around the world. However, the success of this adoption is not guaranteed. It's important to have a clear vision around business requirements, from strategy to processes, and at the same time understand how technology, specially CRM Systems, can help to operacionalize those requirements.
THe objectives of this unit are:
1.Understand what a CRM System is and to map functionalities with business requirements.
2.Define the customer journey, the different phases and how to manage them.
3.Identify the most important modules and features of a CRM System.
4.Understand the relevant aspects of planning and implementing a CRM system.
5.Identify the value and advantages of a CRM System and which metrics can be used to measure success.
Prerequisites
N/A
Subject matter
| Kick-off; Introduction: CRM concepts |
| Customer Lifecycle, Retention and Development |
| Sales Force Automation; Introduction to Microsoft Dynamics 365 |
| Marketing; Customer Service |
| Seminar # 1: TBC |
| Microsoft Dynamics 365: Introduction; Administration and Configuration - Labs |
| Microsoft Dynamics 365: Sales App - Labs |
| Microsoft Dynamics 365: Customer Service App - Labs |
| Microsoft Dynamics 365: Customizations and Extension - Labs |
| Microsoft Dynamics 365: Labs |
| Seminar #2: TBC |
| Adoption and Implementation Success Factors; Seminar #3 |
| Gamification, Social and Mobile CRM |
| Analytical CRM |
Bibliography
•Buttle, Francis. Customer Relationship Management – Concepts and Technologies. Butterworth-Heinemann - 3rd Edition, March 2015
•Kostojohn, Scott. CRM Fundamentals. Apress Academics. 2011
•Payne, Adrian. Handbook of CRM: Achieving Excellence in Customer Management. BH. 2012
•Wolenik, Mark. Microsoft Dynamics CRM Unleashed. SAMS. 2016
Teaching method
Theoretical and practical classes (supported in Microsoft technology).
Evaluation method
Practical exercises and final exam.
Courses
- PostGraduate Information Systems and Technologies Management
- Specialization in Knowledge Management and Business Intelligence – Working Hours Format
- PostGraduate Marketing Research e CRM
- Specialization in Marketing Research and CRM
- PostGraduate in Knowledge Management and Business Intelligence
- Specialization in Risk Analysis and Management
- Specialization in Knowledge Management and Business Intelligence
- Specialization in Information Systems and Technologies Management
- PostGraduate in Intelligence Management and Security
- PostGraduate in Information Systems Governance
- PostGraduate Risk Analysis and Management
- Análise e Gestão de Informação
- PostGraduate in Enterprise Information Systems
- PostGraduate in Digital Enterprise Management
- PostGraduate in Information Management and Business Intelligence in Healthcare
- PostGraduate in Marketing Intelligence
- Specialization in Marketing Intelligence
- PostGraduate Digital Marketing and Analytics